本文選題：嬰幼兒服裝品牌 + 營銷策略��； 參考：《吉林財經(jīng)大學》2017年碩士論文

【摘要】：過去幾年間嬰童行業(yè)的消費量每年都保持高速增長的態(tài)勢,已成為我國最有潛力的消費市場之一,但由于中國本土嬰幼服裝行業(yè)起步晚,基礎差,在行業(yè)發(fā)展中仍存在諸多問題,比如高端市場被外國品牌占據(jù),國內(nèi)品牌缺乏核心競爭力,價格戰(zhàn)持續(xù)不斷等。2012年“棉果果”品牌嬰幼兒服裝在青島創(chuàng)立品牌后,其產(chǎn)品憑借過硬的質(zhì)量和優(yōu)質(zhì)的服務,以及大量鋪貨上新等形式,在青島嬰幼兒服裝市場贏得了許多份額。按照公司的發(fā)展規(guī)劃,今后將進一步拓展省內(nèi)兄弟地市的區(qū)域市場,聊城市場也囊括在內(nèi)。而聊城嬰幼兒服裝市場本身還存在產(chǎn)品單一、附加值低等諸多問題,“棉果果”品牌若想成功進入聊城市場必須做深入的研究工作。基于此,本文擬基于市場營銷學理論,從分析聊城嬰幼兒服裝市場現(xiàn)狀入手,先分析影響聊城地區(qū)嬰幼兒服裝品牌競爭的因素有哪些,其次對接各類影響因素,分析“棉果果”嬰幼兒服裝品牌自身有哪些優(yōu)劣勢,最后,準確提出“棉果果”嬰幼服裝進入聊城市場的精準定位,并給出合理的營銷策略。因此,文章正文第一部分首先介紹了國外營銷理論概述以及國內(nèi)某些服裝品牌打開新興市場的營銷策略分析。第二部分列舉出聊城地區(qū)嬰幼兒服裝存在的諸多問題和影響消費者實際購買行為的諸多因素。第三部分介紹了“棉果果”服裝品牌的產(chǎn)生和發(fā)展,并運用SWOT分析法,分析該品牌的競爭優(yōu)劣勢、外部機會與威脅,對接到各類影響因素中。及時提出該品牌進入聊城地區(qū)的目標選擇和精準定位。第四部分便結(jié)合SWOT分析的結(jié)果,從產(chǎn)品、價格、渠道、促銷等方面給出“棉果果”品牌進入聊城市場的營銷策略。最后,本文還談到一些具體措施,以期更好的服務于這些營銷策略,保障策略的順利開展。
[Abstract]:In the past few years, the consumption of infant and child industries has maintained a trend of rapid growth every year, and has become one of the most potential consumer markets in China. However, due to the late start of the local infant and children's clothing industry in China, the foundation is poor. There are still many problems in the development of the industry, such as the high-end market occupied by foreign brands, the lack of core competitiveness of domestic brands, and the continuing price war. Its products with excellent quality and high quality service, as well as a large number of new goods on the new form, in Qingdao infant clothing market has won a lot of share. According to the company's development plan, we will further expand the regional market of our brothers in the province, including Liaocheng market. However, there are many problems in Liaocheng infant clothing market, such as single product, low added value and so on. If the brand of "cotton fruit and fruit" wants to enter Liaocheng market successfully, it must do deep research work. Based on this, based on marketing theory, this paper analyzes the current situation of infant clothing market in Liaocheng, analyzes the factors that affect the competition of infant clothing brands in Liaocheng area, and then connects with all kinds of influencing factors. This paper analyzes on the advantages and disadvantages of "cotton fruit" infant clothing brand, and finally puts forward the accurate positioning of "cotton fruit" infant clothing into the market of Liaocheng, and puts forward the reasonable marketing strategy. Therefore, the first part of the text introduces the overview of foreign marketing theory and the marketing strategy analysis of some domestic clothing brands opening up to emerging markets. The second part enumerates many problems of infant clothing in Liaocheng area and many factors that affect consumers' actual purchasing behavior. The third part introduces the emergence and development of "cotton fruit" clothing brand, and analyzes the competitive advantages and disadvantages, external opportunities and threats of the brand by using SWOT analysis. Timely put forward the brand into the Liaocheng area target selection and accurate positioning. The fourth part combined with the results of SWOT analysis, from the product, price, channel, promotion and other aspects of the "cotton fruit" brand into the Liaocheng market marketing strategy. Finally, this paper also discusses some specific measures to better serve these marketing strategies, to ensure the smooth development of the strategy.
【學位授予單位】：吉林財經(jīng)大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：F426.86;F274

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